eCommerce Evolution is hosted by Brett Curry, CEO of OMG Commerce. Tune in for fresh interviews with the merchants, vendors, and experts shaping the eCommerce industry. We take an in-depth look at what's new and what's next in eCommerce.
eCommerce Evolution
Claim This Podcastby Brett Curry
4.9(50 reviews)
341 episodes
Updated Daily
Accepts GuestsHas SponsorsLocation 🇺🇸
82
Podcast Authority
BetaExcellentBased on show quality, social media presence, reviews, charts, and more
Quality92
Social0
YouTube86
Engagement92
Podcast Overview
eCommerce Evolution is hosted by Brett Curry, CEO of OMG Commerce. Tune in for fresh interviews with the merchants, vendors, and experts shaping the eCommerce industry. We take an in-depth look at what's new and what's next in eCommerce.
Language
🇺🇲
Publishing Since
1/27/2017
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82
Podcast Authority
BetaExcellentBased on show quality, social media presence, reviews, charts, and more
Quality92
Social0
YouTube86
Engagement92
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excellent
Episode Length
45 minutes
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Recent Episodes
May 28, 2026
Stop Running YouTube Ads Like Meta Ads: The DTC Playbook for 2026
Brett Curry, CEO of OMG Commerce, reveals how DTC brands can unlock YouTube's true advertising potential beyond Meta ad strategies in this interview.
May 14, 2026
YouTube Shorts, TikTok Blitzes, and Attention Battles: What's Actually Working
YouTube ads veteran Brett Curry and TikTok Shop expert Jordan West discuss what's truly effective for D2C brands in today's attention economy.
April 30, 2026
Geo Holdouts, Halo Effects, and the Real Results of Your Ad Spend — With Olivia Kory of Haus Analytics
<p>Most DTC brands are making million-dollar channel decisions based on attribution data that's fundamentally wrong. Olivia Kory — CSO of Haus and the incrementality expert Brett references on stage more than almost anyone — breaks down what it actually takes to know if your ads are working. Spoiler: if you've been writing off YouTube based on MTA, you owe yourself a retest.</p><p></p><p>Inside the episode:</p><ul><li>Why YouTube's true ROAS is 3.4X what the platform reports — and how Haus's 190-test study across 74 brands proved it (plus why your D2C numbers alone are only half the picture)</li><li>The right time to start incrementality testing — it's not when you're huge, it's when your business gets complicated enough that turning off ads won't give you a clean answer</li><li>How StockX went from barely spending on YouTube to making it their #2 acquisition channel — by running geo holdout tests and acting on the results</li><li>Why Meta's optimization might be too good — and how brands like Jones Road are improving their iROAS by making changes that look worse in-platform</li><li>The surprise winner: AppLovin — Olivia came in skeptical of mobile game ad inventory and got data she didn't expect</li><li>Haus's new DTC Basics tier — a lower-cost entry point so more brands can stop guessing which channels are actually driving growth </li></ul><br/><p></p><p>Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today! </p><p></p><p>Chapters: </p><p>[00:00] Intro clip — Olivia on treating incrementality as a report card vs. a growth tool</p><p>[00:22] Introductions & background — Olivia's path from Starcom → TubeMogul → Netflix → Quibi → Sonos → Haus</p><p>[06:55] What is incrementality? — The randomized controlled trial analogy; geo holdouts vs. click-based attribution</p><p>[10:45] When should a brand start using incrementality? — The low-to-mid 8-figure inflection point; multi-channel complexity as the signal</p><p>[15:34] Native platform lift studies (Meta & Google) — Are they worth it? Signal loss, CAPI, iOS 14.5 limitations</p><p>[17:25] Geo holdout vs. user-level testing — Why Haus was "born out of the ashes of iOS 14.5" and went all-in on geo</p><p>[19:37] How a Haus geo holdout test actually works — Data ingestion, experiment design, market matching, results</p><p>[23:20] Actioning on incrementality data — Coaching leadership, making reallocation decisions, improving channel performance over time</p><p>[26:02] How long should you run a test? — Why 2-week YouTube tests fail; 4–6 week minimums and the role of consideration cycles</p><p>[27:19] Incrementality as an optimization loop, not a report card — Connor from Ridge, Cody from Jones Road Beauty, and the StockX story</p><p>[30:42] Key metrics defined — iROAS, iCPA, incrementality factor, and why in-platform ROAS can mislead you</p><p>[32:47] Branded search — Is it incremental? Simple Modern's 5% read, when Amazon bidding on your terms changes the math</p><p>[35:57] Treatment window & post-treatment window (PTW) — How Haus structures tests for YouTube, Meta, and CTV; lagged effects explained[39:36] Consideration cycles & post-purchase surveys — Why your path-to-purchase report is probably shorter than reality</p><p>[41:00] Halo effects: Amazon & retail — Why omnichannel brands that only measure D2C are understating YouTube's impact</p><p>[41:58] The Haus YouTube study findings — The 3.42x incrementality factor; halo effects that doubled lift when Amazon/retail pulled in; Demand Gen vindicated</p><p>[44:10] YouTube vs. Meta: how the channels differ incrementally — Meta's short payback window, the "too good at intent" problem, and why YouTube wins on halo effects</p><p>[46:53] Surprises from the data — YouTube (not surprising to Olivia), AppLovin (very surprising), and why TV results swing wildly based on inventory type</p><p>[50:16] The biggest levers to improve incrementality — Creative first (30–50% wins), then account structure, traffic composition, and spend level</p><p>[51:46] A DemandGen campaign running on Gmail — A real audit story and why traffic composition can make a channel look broken when it isn't</p><p>[53:13] Haus's new DTC Basics tier — A lower-cost entry point to measure D2C and Amazon across core ad channels</p><p>[54:54] Wrap-up & where to find Olivia — Part two teased around the next Haus YouTube report </p><p></p><p>Connect With Brett: </p><p>LinkedIn: / thebrettcurry </p><p>YouTube: / @omgcommerce </p><p>Website: https://www.omgcommerce.com/ </p><p>Request a Free Strategy Session: https://www.omgcommerce.com/contact </p><p></p><p>Relevant Links: </p><p>Olivia’s LinkedIn: /olivia-kory-50230812 </p><p></p><p></p><p>Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more</p>
341 total episodes available with 74 transcripts
Recent guests on eCommerce Evolution
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Brett Curry
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Nate Lagos
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Bill Cover
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Luba
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Barry Bowman
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Nick Flint
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Beav Brodie
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Miranda Pettinger
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Luba Ilyasova
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Jonathan Steffens
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Connor Crook
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Preston Rutherford
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- What is eCommerce Evolution?
- How often does this podcast release new episodes?
This podcast updates daily.
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This podcast is available on 10 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
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Yes, this podcast regularly features guests.
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